(This latter approach can be given a different title as
well??”???Selected Customer List??? or something of that nature.)
Target demographic and common sense should drive this page. If you only have three customers,
don??™t create a customer list. On the other hand, if you have 3,000 customers, show
some restraint. If you want to position yourself as a consumer marketing consultancy,
don??™t spotlight the work you did for a government agency five years ago just to make ends
meet.
Also keep in mind that a well-crafted customer list can double as a gateway to customer
case studies, with certain names being linked to an individual page discussing that particular
client. You can see this technique in Figure 8-4.
Forbidden names and logo blitzkriegs
There are two very important notes to close this section. Never, under any circumstances,
list a customer that asks not to be a reference. Some companies are very particular about
having their name (which is their brand, and in many cases, as important as their logo)
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used for advertising purposes. Some ask this up front when the deal is closed, others??”
conveniently??”only ask after their name is published.
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